ITC Mangaldeep, India’s leading agarbatti brand, has unveiled its latest campaign, ‘Dil se Karo Baat, Bhagwan Ke Saath’ (Make God your close confidant), crafted by Ogilvy India .
This innovative campaign celebrates the divine connection between humans and God, portraying it as a friendship where open-hearted conversations flourish. By embracing a broad spectrum of lives, rituals, and expressions of faith, Mangaldeep’s new positioning aims to deepen this bond.
‘Dil se Karo Baat, Bhagwan Ke Saath’ invites us to strengthen our relationship with God, encouraging us to be candid and transparent as we would with a close friend. This uplifting campaign reimagines our spiritual connection, fostering a personal and friendly bond with the divine. Inspired by daily interactions, where people share worries, seek solace, express gratitude, and celebrate, the campaign underscores the human need for intimate communication with God.
Positioning itself as ‘an enabler of devotion and a sense of well-being’, Mangaldeep aims to be part of both grand festival celebrations and the everyday moments of prayer. The brand plays a crucial role not only in temple visits but also in prayers conducted on the go, at workplaces, stadiums, and shops. This reflects the belief that while temples are the holy abodes of Gods, the divine presence is constant and omnipresent. Mangaldeep holds that prayers can unite loved ones, strengthen our souls, and create personal spaces of calm.
Gaurav Tayal, Chief Executive of ITC’s Matches & Agarbatti Business (MAB), stated, “This campaign aims to illustrate our connection with God. Through this campaign, we move beyond the idea of God solely residing in places of worship and instead emphasize the possibility of experiencing the divine presence throughout our daily lives. Through relatable scenarios, we showcase how this connection fosters not just a sense of respect for God’s power, but also a sense of companionship.”
Rajesh Mani, Group Creative Director at Ogilvy India, elaborated, “Who do we have a heart-to-heart with? Usually someone we feel really close to. There’s a sense of ease and comfort that we feel. In this campaign, we ask people to speak to that one person who is in all our hearts – God. He is the 24X7 friend, philosopher, and guide. He doesn’t mind how you pray or for how long, as long as it’s from the heart, he will listen. Mangaldeep brings forth this beautiful thought in a slice of life fashion, expertly capturing the nuances and champions devotion and devotees. This film is a beautiful blend of tradition and modernity that is at the core of Mangaldeep.”
With ‘Dil se Karo Baat, Bhagwan Ke Saath’, ITC Mangaldeep beautifully encapsulates the essence of a heartfelt, friendly relationship with God. This campaign not only emphasizes the power of prayer but also celebrates the personal, everyday moments that connect us with the divine, reminding us that God is always by our side.
